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About This Book
Essentials of Marketing Research, 6th Edition
ISBN: 9781265217181
About This Book
"Essentials of Marketing Research, 6th Edition," by Joseph F. Hair, David J. Ortinau, and Dana E. Harrison, is a comprehensive guide tailored for both marketing students and practitioners. This book is designed to equip readers with the tools and skills necessary to solve business problems and maximize opportunities in the field of marketing research.
Who Uses It?
Primarily, this book is used by students and instructors in marketing research courses at the college and university levels. It's also a valuable resource for anyone interested in understanding the principles of marketing research, including professionals looking to refresh their knowledge or expand their understanding of contemporary methodologies.
History and Editions
The 6th edition of "Essentials of Marketing Research" has been updated to reflect current industry standards and technological advancements in research methods. This edition includes detailed coverage of qualitative research, survey design, sampling techniques, and new market research tools and techniques. The book has been a go-to resource for many years, with each edition building on foundational concepts such as research design, data collection, and data analysis.
Author and Other Works
Joseph F. Hair is a renowned author in the field of marketing research, known for his practical approach to equipping students with the skills needed to solve real-world business problems. David J. Ortinau and Dana E. Harrison contribute their expertise in market research principles, ensuring that the book remains current and relevant. The authors' years of practical market research experience are evident in their treatment of qualitative research and other advanced topics.
Key Features
- Application-Oriented Approach: The book uses an application-oriented approach to equip students with practical tools and skills necessary for solving business problems.
- Qualitative Research: Comprehensive coverage of qualitative research methods.
- Sample Size Rules-of-Thumb: Detailed discussions on sample size rules-of-thumb.
- Background Literature Reviews: In-depth background literature reviews.
- New Market Research Tools and Techniques: Introduction to new market research tools and techniques.
- Continuing Case and Corresponding Data Sets: Includes a continuing case and corresponding data sets for practical application.
Detailed Information
ISBNs and Formats
- Hardcover: ISBN-13: 9781265217181
- eBook: Available through VitalSource (ISBN: 9781265800833)
- Digital Platforms: Available with McGraw-Hill Connect and SmartBook 2.0
Publication Details
- Publisher: McGraw-Hill Higher Education
- Publication Date: Not specified
- Number of Pages: 428 pages
- Language: English
- Item Weight: 2.310 pounds
Other Editions and Formats
- 5th Edition: Available through McGraw-Hill Higher Education (ISBN: 9781265217180)
- eBook with VitalSource: ISBN-13: 9781265800833
- Related ISBNs:
- 1265217181 (Hardcover)
- 1265800839 (eBook)
- 9781265217181 (Hardcover)
- 9781265800833 (eBook)
This detailed information section provides a quick reference for all the available formats and sources for "Essentials of Marketing Research, 6th Edition," making it easier to find and access the book in the preferred format.
